Public relations has long been associated with the marketing process within organisations but its acceptance as a managment discipline at the highest level has been slow in coming, partly because of perceptions that public relations practitioners are primarily technicians, rather than strategists. Current management thinking is, however, increasingly orientated towards the development of relationships and wider acknowledgment of environmental influence on the bottom line through the impact of reputation. This paper argues for more attention to be given to communication theory in the development of management education programmes but, equally, more recognition of the need to underpin public relations education with a more management‐orientated theoretical base.
Kent, K. (1996), "Communication as a core management discipline: The relationship between new management trends and the need for new perspectives in education in both management and public relations", Journal of Communication Management, Vol. 1 No. 1, pp. 29-36. https://doi.org/10.1108/eb023417Download as .RIS
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